Yep, each time you die you get an upgrade. Your goal is to get as high a score as possible with all the upgrades maxed out in the end. Each death is sort of like a new stage, so the optimal way to win here is by upgrading to a certain point that gives you the minimum advantage as it gets harder, and then trying not to die! I didn't have much time to implement any other Whalepass features - but the upgrades as you go are using the Whalepass SDK :)